Submitted

Sat, Feb 8th 2014 08:00 pm

Rating 33
percent higher than last European Olympic Winter Games in Torino in 2006

NBC's
coverage of the opening ceremony of the Sochi Olympics averaged 31.7 million
viewers to rank as the most-watched opening ceremony for a non-live Winter
Games since the 1994 Lillehammer Games, according to live plus same day fast
national data released today by The Nielsen Company. In addition, last night's
telecast ranks No. 2 all-time among most-watched non-live Winter Olympics
opening ceremonies (chart below).

"Like Team
USA, we're off to a great start, and we're gratified that the American audience
tuned in in such large numbers for the tremendous opening ceremony from Sochi,"
said NBC Sports Group Chairman Mark
Lazarus. "It's an early sign that our strategy of emphasizing primetime
viewing is working, and we're excited for the competition over the next two
weeks."

•Viewership for the
NBC telecast (8-11:08 p.m. ET/PT) was up 43 percent from the last non-live
Winter Games opening ceremony (22.2 million for 2006 Torino Games), while last
night's 17.0/28 household rating/share produced a 33 percent increase over
Torino (12.8/21).

•Compared to the live
(ET/CT) 2010 Vancouver opening ceremony, last night's telecast was off only 2
percent in household rating (17.3/30) and 3 percent in viewership (32.7
million).

•NBC scored the most dominant primetime
Winter Olympics victory on record in Adults 18-49 with an 8.7 rating - 235
percent above the combined ABC/CBS/FOX rating (based on People Meter, which
dates to 1987).